Reigniting the movement to end AIDS in Africa, we built a multi-media program that did something that had never been done in music history: 1million downloads of a song in 1hour. Using first-ever tactics to drive direct to iTunes, there were 3,144,477 downloads in the total 24-hours.

Song downloads triggered a $3,144,477 donation from Bank of America – translating into over 7.8 million days of life-saving AIDS medication for pregnant mothers. There were 7 million YouTube views of the ad, 112,000 campaign mentions and 107,000 tweets.

And the Bank achieved the most consecutive days of positive total brand sentiment since 2008.

We used the week-long pre-SuperBowl ad frenzy to count down to the action the world should take on 2/2, using paid, owned, and earned media to tease the free 24-hour download event on that day. 15 Bank and (RED) site and mobile properties, and iTunes itself, featured the countdown – it was even on the digital billboard in Times Square behind pre-game commentary on Fox. Radio, and a promoted Vine in Twitter, teased U2’s song to capture attention.

Hours before the game, a Twitter celebrity push signaled it had begun. Exclusive and customized deals with Facebook, Twitter, Google, Yahoo!, and Shazam made direct-to-iTunes downloads possible.

The SuperBowl end of Q1 ad position was momentum-building. The ad ran 13 more times, during post-game commentary and the next morning’s “best commercials” talk show chatter. Commuter radio, print, and YouTube dialed up the urgency in the final hours on Monday.

AIDS is no longer top-of-mind for Americans. Yet we’re on the verge of achieving the most important milestone to date in the global fight, where it is possible we could end mother-to-child HIV transmission by the end of 2015. And we know: people want to join a cause that can be won.

As a powerful demonstration of Bank of America’s new brand promise – Life’s Better When We’re Connected –

we created a simple action that would signal to the world that we can uniquely reignite support for this cause at scale. We invited our worldwide employees and customers to jumpstart the movement, and built an innovative social and cross-channel paid media program to build momentum behind (RED)’s largest brand participation effort ever.

For all those who connected via this one action – downloading U2’s new song ‘Invisible’ for free – Bank of America donated $1 to (RED)’s fight to deliver an AIDS-free generation.